In his paper "Differences and Integration of Consumer Cultures between China and Western Countries and their Impact on the Recovery of Ethnic and Rural Areas" Shi Yan introduces the overall situation and characteristics of Chinese and western consumer culture under the background of Asian and global electronic commerce and socio-cultural integration. The paper analyzes conflicts and differences from the perspective of consumption habits and patterns, and studies the characteristics, existing problems and attitudes towards the integration of China and western consumer culture. The final part of the paper addresses the problems of the consumer cultural integration of ethnic and rural areas in China by means of the development of structures of cultural industries that might include new consumption patterns, helping in the development of these areas.

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